According to Jimmy Cliff the ad is purely about positivity and good vibes.

Jimmy Cliff wrote on his Facebook page:

“I chose to record the song that’s part of the Volkswagen Super Bowl campaign because it has a great message and it is something that people can apply to everyday life. I have travelled around the world many times, met all types of people and played in front of millions throughout my career. I have personally seen the positive effects of reggae music and Jamaican culture. I am a proud Jamaican and stand by this campaign, I feel like people need to focus on peace and unity. Blessed love.”

The Jimmy Cliff VW Super Bowl ad has since rocked up millions of views on YouTube.